Augmenting web-based video media with broadcast communication functionality

ABSTRACT

A system and method for augmenting video displayed via web browser to add interactive functionality is disclosed. Elements are included in a structured media definition to cause the video player to instantiate one or more new elements on a webpage when the media is played, including a first script that includes instructions to generate an interactive menu and second script, such that selection of an option from the interactive menu will call one or more application programming interface (API) functions of the second script. The structured media definition causes loading of the video and execution of the instructions. A server backend receives and processes API calls from the second script and transmits responses to the API calls to be acted upon by the second script.

CROSS-REFERENCE TO RELATED APPLICATION

This application is a continuation of and claims priority to co-pendingU.S. Pat. App. No. 17/399,903, filed Aug. 11, 2021, which is itself acontinuation of U.S. Pat. App. No. 16/953,096, filed Nov. 19, 2020, eachof which is hereby incorporated by reference in its entirety.

FIELD OF INVENTION

The presently described innovations address systems and methods foraugmenting video content embedded in a webpage to add executable code,including code for creating interactive user interfaces withcross-domain communication capabilities.

BACKGROUND

In virtually all communications media before the 21^(st) century, suchas television, radio, and printed text, there are significant limits tointeractive functionality. A broadcast or publication is the same forall recipients, is viewed or heard passively by the recipient, islimited to one-way communication and requires use of another medium torespond to the broadcast or publication, and provides no confirmationthat the recipient has viewed or heard the broadcast or publication.Traditionally, even with the sophisticated features and two-waycommunication made possible by computer networks, a communicator islimited to knowing that the recipient of the communication has receivedthe communication, and perhaps that a certain portion of a video, suchas the first, second, and third quartiles of the video, have been shownto the recipient. No reporting exists for confirming that a recipientpaid attention to the video, nor has there been any way to confirm thatany subsequent action by the recipient was connected to the recipientviewing the video, unless the recipient happens to click, tap, orotherwise interact with the video or user interface elements associatedwith the video.

The Interactive Advertising Bureau (IAB) has promulgated several defacto industry standards to facilitate the distribution of video contenton the Internet. Two such standards are VAST (Video AdvertisementServing Template) and VPAID (Video Player Advertisement-ServingInterface Definition), which were preceded by a standard for mobileapplication advertisements, MRAID (Mobile Rich Media AdvertisementInterface Definition). The IAB’s intention is to combine all of thesestandards into a new standard, SIMID (Secure Interactive Media InterfaceDefinition), which is intended to add security to the above standards aswell as to consolidate and streamline them. These standards, whenadopted by HTML5-based or other video playing software, allow a video tobe defined to include additional features, including enabling externalfiles to be loaded and executed by the video player.

Thus, there are advantages to a system that can display video contentmore directly linked with subsequent action by the recipient, and thatcaptures and quantifies the recipient’s self-expressed, “first-party”data (which is of higher quality and greater interest than conjecture by“second-party” persons or systems about what a recipient merely might beinterested in), and that provide interactivity and facilitatecross-domain communication for more functional and engaging forms ofvideo content.

BRIEF SUMMARY

The presently disclosed methods and systems take a video viewingexperience to a much richer, deeper, more multi-faceted level bysupplementing a primary video message with additional contentreinforcing the message, such as an interactive menu or other userinterface elements. This can include providing multiple additionalvideos that either replace or complement the primary video, so that acommunicator is able to display many videos to a willing recipientinstead of just the one.

Augmented video can encourage recipient engagement by not only playing avideo delivering content that the communicator desires the recipient tosee, but also providing a menu to browse other options or videos relatedto the primary video and to interact or communicate in response whilestill viewing that video. Supplementing a video with a truly interactivenavigation menu transforms the recipient experience into a“lean-forward,” actively-engaged recipient experience that renders thevideo significantly more useful and informative.

By using an easy-to-navigate, cascading menu format, the recipient canpreview in advance all possible elements of the menu that they might beinterested in, and then click, tap, or otherwise select just once to godirectly to the specific product, information, transaction or otherdestination they desire. The interface can be adapted to match a websiteof the communicator such that it becomes like bringing the website tothe person within the video.

Code included with the video and executed by the video player alsoallows the tracking of which branches of the menu the recipientexplored, for how long (down to the precise moment), which videos theyviewed and for how long, which menu items they viewed and/or clickedthrough, etc. This interaction data is not only extremely granular andprecise, but it is also far more useful than conventional metricsbecause it documents what the recipient actually selected as aself-declared indication of interest and intent.

In one aspect of the disclosure, a system and method for augmentingvideo media to add interactive functionality when displayed on a webpagewithin a web browser are disclosed. The method performed by the systemincludes generating a structured media definition file that instructs avideo player within the web browser to display a video, and including anelement in the structured media definition file to cause the videoplayer to execute a first script, such that execution of the firstscript instantiates one or more new HTML elements within the webpagewhen the video is played. The one or more new HTML elements include asecond script that includes instructions to the web browser to generatean interactive menu, such that selection of an option from theinteractive menu will call one or more functions of an applicationprogramming interface (API) via the second script. The structured mediadefinition file is transmitted to the web browser for interpretation bythe video player, thereby causing the video player to begin playing thevideo and to execute the first script. A server backend receives one ormore API calls made via the second script as it is executed by the webbrowser based on an individual’s interaction with the interactive menu.In response, the server backend transmits one or more responses to theone or more API calls to the web browser, such that the second scriptreceives the one or more responses and additional instructions of thesecond script are executed after receiving the one or more responses.

This two-way communications cycle can be used to enable countlessinteractions that create value for communicators and their recipientsalike, including dynamically changing the displayed video, dynamicallyupdating a user interface, and enabling shopping, social networking,gaming, and other interactions, all from within the video.

BRIEF DESCRIPTION OF THE DRAWINGS

Other aspects, features and advantages will become more fully apparentfrom the following detailed description, the appended claims, and theaccompanying drawings, provided solely for purposes of illustrationwithout restricting the scope of any embodiment:

FIGS. 1A-1G depict several exemplary videos with different styles andfunctions of a multi-level menu;

FIG. 2 depicts a network of representative computing devices to be usedin a system for providing webpages that include interactive videos withtwo-way cross-domain communication capabilities;

FIG. 3 depicts a representative web-based interface incorporating avideo augmented with additional content;

FIG. 4 depicts, in simplified form, a method of providing an augmentedvideo to a recipient;

FIG. 5 depicts, in simplified form, a method of receiving communicationsfrom an augmented video to update a profile or cart associated with arecipient;

FIG. 6A depicts, in simplified form, a method of dynamically retargetingvideo content based on a recipient’s previous inputs or engagement withthe video or a similar video;

FIGS. 6B and 6C depict an example of dynamically retargeted videocontent before and after retargeting, respectively;

FIGS. 7A and 7B depict a user interface for defining interactive menusto be associated with a given video;

FIG. 8 depicts a method for reviewing and recreating a recipient’sengagement experience with the video content; and

FIG. 9 is a high-level block diagram of a representative computingdevice that may be utilized to implement various features and processesdescribed herein.

DETAILED DESCRIPTION

In order to address the issues described above, methods and systems areprovided to facilitate augmentation of a video by incorporating a scriptinto the definition of the video, such that the script is executed by anative HTML5 video player or other video player, creating an interactivemenu overlay or other user interface and allowing that interactive menuor interface to convey a variety of recipient input to a remote serverand receive communications in response while a recipient views thevideo. A/B tests have shown that when recipients encounter interactivenavigation menus within a video, they ultimately click the video andinteract with a second website the video links to at vastly higher ratescompared with videos that lack a navigation menu, even if the video isotherwise highly engaging or interactive. Prior A/B testing has shownthat such videos performed up to 15x better in click-through rate and upto 17x better in subsequent interaction rate compared to non-interactivevideos.

Throughout this written description, a number of particular industrystandards are mentioned, and the preferred embodiment will use many ofthe most common technologies in use today for maximal interoperabilitywith the systems that recipients use to access content and the videosthat are injected into that content. However, many of the presentlydescribed features and functionalities can be adapted to othertechnological platforms or contexts without undue experimentation by asoftware developer. For example, although the HTML5 video playerpreviously mentioned is preferred, other forms of deprecated standardsfor displaying content, such as Adobe Flash, QuickTime, etc., or futurestandards, such as HTML6 will be when it is eventually established,could be modified to work within the scheme presently described, albeitwith less interoperability and support among modern web browsers. Otheraspects of the written description focus on delivery of websites overthe Internet via the HTTP protocol, but different networks (cabletelevision, satellite networks, a local area network or ethernet, a widearea network, etc.), content (streaming video, e-books, onlinemagazines, blogs, emails, social media posts, computer games, mobileapps, other software, or any other elements of individual or episodiccontent), or protocols (the QAM [quadrature amplitude modification] usedin cable television, or other application-level content deliveryprotocols, such as FTP, IMAP, or XMPP) could be used to deliveraugmented video to a recipient.

Further, although the preferred embodiment described is delivery ofvideos embedded within webpages for display on a computing device’s webbrowser, completely different forms of content delivery may benefit fromthe same principles. For example, trailers or other commercials duringtelevision shows on cable television or before streaming a video on atelevision might be interacted with via a television remote control, andoptions selected either through pressing buttons on the remote, orthrough a voice command interface and a microphone of the remotecontrol. Similarly, a video shown on a display may be navigated orcontrolled by a voice interface of an automated personal assistantdevice in the home, such as Amazon Echo’s Alexa, Google Home, Apple’sSiri, or a similar interface. Videos might even be delivered within avirtual reality (VR) headset and interacted with via hand movements thatare picked up by a motion capturing accelerometer in a held controller,or by a motion capturing camera associated with the VR system. These andany other forms of human-machine interface may be used to selectoptions, traverse a list of options, enter information or other inputs,and display outputs of the video to the recipient.

As an introduction to the core concepts discussed throughout theremainder of the written description, FIGS. 1A-1G depict severalexemplary videos with different styles and functions of a multi-levelmenu.

When a video 100 is first displayed to a recipient (as depicted in FIG.1A), an interactive menu 105 is visible, overlaid on top of the videoplaying beneath it, the menu 105 containing multiple options or elements110A-110D with which the recipient can interact. Upon clicking on ormousing over, or otherwise selecting one of the options 110A, a newsubmenu 115 may appear and be populated to include content related tothe clicked element 110A (as depicted in FIG. 1B). This content mayinclude images 120, text 125, or hyperlinks 130; in this case, images ofvehicles for sale, information about the vehicles, and links that, whenclicked, take the recipient to the seller’s website to learn more and/ormake a purchase. Upon interacting with a different element 110B, thesubmenu 115 is repopulated to include different content (as depicted inFIG. 1C). Clicking an “exit” button 135 can cause the submenu 115 todisappear and playback of the video continues while only displaying themenu 105.

FIGS. 1D-1F depict a video 100 that exemplifies a “full-funnel”engagement strategy. When the video 100 first begins to play (asdepicted in FIG. 1D), the video is not occluded by any interfaceelements except for an unobtrusive menu option 110A labeled “Explore”.Even if the recipient never attempts to interact with the “Explore”button 110A, he or she will be exposed to a concept or brand beingdisplayed, and the desired “upper” funnel effect will have beenaccomplished. Clicking or tapping the “Explore” button 110A causes therest of the menu 105 to become visible (as depicted in FIG. 1E), furtherfamiliarizing the recipient with a number of brand options 110B-110F andpotentially driving the recipient to investigate further and see whatwill happen if the recipient clicks or taps one of the options. The“Explore” button 110A is also replaced with a “Close” button 135 thatcan be clicked or tapped by the recipient to return to viewing the videoalone. If the recipient selects a menu option 110C (as depicted in FIG.1F), the video itself changes to a new video emphasizing the branddepicted in the menu option 110C, and the submenu 115 is populated withimage prompts 120 accompanied by hyperlinks 130 allowing the recipientto immediately buy the products depicted. In this way, each stage of thefunnel can drive recipient interest further along, and the recipient canproceed through the funnel as long as he or she is willing, even to thepoint of making a purchase, when perhaps at the time the video was firstshown, the recipient was unaware of the options associated with thebrand.

FIG. 1G depicts a video 100 where both the menu 105 and submenu 115 arefilled with images of brand options 110A-110D and images representingparticular options within each brand—in this case, studios or cinematicuniverses, and trailers for movies associated with each. Each time anoption is selected from submenu 115, a new trailer begins playing withinthe main body of the video 100, allowing the recipient to view any orall of the trailers available. Unlike the interfaces in FIGS. 1A-1F,most menu options do not cause the recipient to navigate away from thevideo player, and instead merely exercise control over which video isplaying. However, a final menu option 110E may be clicked or tapped tocause the recipient to be taken to an external webpage for signing up toa service or purchasing one or more goods.

Although the most commercially valuable embodiment of the presentdisclosure is a video advertisement, as shown in FIGS. 1A-1G, thetechnology described herein can also be used for video content that doesnot advertise a particular good or service nor propose a financialtransaction. Any form of video media that conveys a message to an endrecipient could be augmented. For example, various governmental,non-profit, or other organizations might equally benefit frominteractive media content containing public service announcements,inclement weather warnings and alerts, solicitations for donations orcharity, requests to sign petitions, and/or calls for public vigilanceor action such as an Amber alert or a “Get Out the Vote” exhortation.

FIG. 2 depicts a network of representative computing devices to be usedin a system for providing webpages that include interactive videos withtwo-way cross-domain communication capabilities.

A recipient computing device 200 with software including a web browseris used to connect to the Internet 205 or another similar network forconnecting various remote devices. The recipient computing device 200may be a personal computer such as a laptop or desktop, a mobile phone,a tablet, a gaming console, or any other device capable of using a webbrowser to display a webpage to a recipient.

A web browser operating on the recipient computing device 200 is used torequest or navigate to a URL at a particular domain provided by a webserver 210. The webpage at that URL (depicted as element 300 in FIG. 3 )incorporates instructions to the recipient’s web browser, describedfurther below in relation to FIG. 4 , to load a video or other dynamiccontent supplied by a content server 220 that stores video content orother information that will be dynamically inserted at the moment that avideo is loaded.

A management server 215 is used to distribute the information togenerate videos and augmented content to the web server 210, as well asto provide an API for receiving communications from the recipient’scomputing device 200 once the recipient begins watching and interactingwith the augmented video. The management server 215 may also provide auser interface for creating augmented videos, as depicted and describedfurther below in relation to FIGS. 7A and 7B.

The servers 210 and 215 might conceivably store all necessaryinformation to their functions locally on the servers themselves, but ina preferred embodiment, they will be communicatively coupled to a webserver database 225 and a management database 230, respectively. The webserver database 225 would not only store the content related to awebsite that a recipient might request, but also the specifieddefinitions of augmented videos generated for embedding in that website,as described further in the discussion of the following Figures. Themanagement database 230 would store information regarding all augmentedvideos generated using the user interface described in FIGS. 7A and 7B,as well as a log of recipient views of and interactions with videosalready transmitted, as described further in relation to FIGS. 4-6 ,below.

Although a particular division of functions between devices is describedin the system above, other configurations are possible in whichfunctions are divided among devices differently. For example, any or allof the functions of the web server 210, the management server 215, thecontent server 220, and the databases 225 and 230 could theoretically beperformed by a single device executing one or more different softwaremodules simultaneously. Further, although the first web server 210, themanagement server 215, the content server 220, and the databases 225 and230 are each described as if they are one computing device or databaseeach, a cloud-based solution with multiple access points to similarsystems that synchronize their data and that are all available asbackups to one another is preferable to a unique set of computingdevices all stored at one location. The specific number of computingdevices and whether communication between them is network transmissionbetween separate computing devices or accessing a local memory of asingle computing device is not so important as the functionality thateach part has in the overall scheme.

FIG. 3 depicts a representative web-based interface incorporating avideo augmented with additional content.

A webpage 300 may include multiple content regions 305 as well as avideo region 310. In a preferred embodiment, an iFrame is created in thevideo region 310 and loads the video and any other elements within theiFrame such that the iFrame shields the video and its augmented contentfrom the rest of the webpage 300’s functionality, and any scriptsrunning on the webpage 300. As a result, there will be no namecollisions if a script running on the webpage 300 attempts to affect anelement having a particular name or ID, or tries to affect elements ofthe webpage in general.

In some embodiments, the video region 310 will be limited to a banner orfloating element to one side of the webpage, as depicted in FIG. 3 . Inother embodiments, a modal box or other element 310 may be createdtaking up all of or a significant portion of the webpage, such that therest of the webpage 300 cannot be interacted with until the video hascompleted and then allows the recipient to progress to the rest of thewebpage.

The video region 310 can also be adapted as part of a responsive design,using CSS, JavaScript, or other methods to dynamically resize the videoregion based on the dimensions available to a viewing device, thedimensions of a webpage incorporating the video, and/or the layout ofthe webpage incorporating the video.

FIG. 4 depicts, in simplified form, a method of providing an augmentedvideo to a recipient.

Initially, the recipient requests to view a webpage via their computingdevice 200 (Step 400), and the web server 210 receives the request (Step405).

The web server 210 responds to the request with HTML data for thewebsite, and further includes a VPAID-specified video with the response(Step 410). VPAID is an XML-based specification that includes a numberof elements or tags relevant to displaying a video to a recipient,tracking the recipient’s engagement with the video, and enablinginclusion of additional content such as JavaScript or other executablecode. An example VPAID-specified video designed to work with thepresently described systems and methods is provided below:

<VAST xmlns:xsi=“http://www.w3.org/2001/XMLSchema-instance”xsi:noNamespaceSchemaLocation=“vast.xsd” version=“3.0”>   <Ad id=“1234567”>       <InLine>         <AdSystem>Linkstorm</AdSystem>         <AdTitle>Linear VPAID Example</AdTitle>         <Description>Vpaid Linear Video Ad</Description><Error>https://listener.linkstorm.net/error/eyJJSUQiOiAiVlBBRF9HTlJDX0QzNUQifQ==</Error><Impression>https://listener.linkstorm.net/impression/eyJJSUQiOiAiVlBBRF9HTlJDX0QzNUQifQ==</Impression>          <Creatives>            <Creative sequence=“1”>                <Linear>                  <Duration>00:00:30</Duration>                  <TrackingEvents>                      <Trackingevent=“start”>https://listener.linkstorm.net/start/eyJJSUQiOiAiVlBBRF9HTlJDX0QzNUQifQ==</Tracking>                      <Trackingevent=“firstQuartile”>https://listener.linkstorm.net/firstQuartile/eyJJSUQiOiAiVlBBRF9HTlJDX0QzNUQifQ==</Tracking>                     <Trackingevent=“midpoint”>https://listener.linkstorm.net/midpoint/eyJJSUQiOiAiVlBBRF9HTlJDX0QzNUQifQ==</Tracking>                     <Trackingevent=“thirdQuartile”>https://listener.linkstorm.net/thirdQuartile/eyJJSUQiOiAiVlBBRF9HTlJDX0QzNUQifQ==</Tracking>                     <Trackingevent=“complete”>https://listener.linkstorm.net/complete/eyJJSUQiOiAiVlBBRF9HTlJDX0QzNUQifQ==</Tracking>                     <Trackingevent=“mute”>https://listener.linkstorm.net/mute/eyJJSUQiOiAiVlBBRF9HTlJDX0QzNUQifQ==</Tracking>                      <Trackingevent=“unmute”>https://listener.linkstorm.net/unmute/eyJJSUQiOiAiVlBBRF9HTlJDX0QzNUQifQ==</Tracking>                      <Trackingevent=“pause”>https://listener.linkstorm.net/pause/eyJJSUQiOiAiVlBBRF9HTlJDX0QzNUQifQ==</Tracking>                      <Trackingevent=“resume”>https://listener.linkstorm.net/resume/eyJJSUQiOiAiVlBBRF9HTlJDX0QzNUQifQ==</Tracking>                  </TrackingEvents>                   <AdParameters>                  <![CDATA [                      {                        “videos”:[                            {“url”:“https://cache.linkstorm.net/images/dsny/gnrc/disneyplus­_main.mp4?92363”,                            “mimetype”:“video/mp4”                           }                         ] ,                        “adDuration”:“00:00:30”,                        “outstream”:“false”,                        “adSkippableState”:“false”,                        “controls”:“false”                      }                  ]]>                   </AdParameters>                  <VideoClicks>                     <ClickTracking id=“linkstorm”><! [CDATA[https://listener.linkstorm.net/clicktracking/eyJJSUQiOiAiVlBBRF9HTlJDX0QzNUQifQ==] ]>                      </ClickTracking>                  </VideoClicks>                   <MediaFiles>                     <MediaFile                        id=“3224257” height=“304” width=“540”type=“application/javascript”                        delivery=“progressive”maintainAspectRatio=“true” scalable=“true” apiFramework=“VPAID”>https://serveit.linkstorm.net/sb/VPAD_GNRC_D35D/vpaid.js?IID=VPAD_GNRC_D35D&amp;74579                      </MediaFile>                  </MediaFiles>                </Linear>            </Creative>          </Creatives>       </InLine>    </Ad></VAST>

In alternative embodiments, specifications other than VPAID could beused. For example, in the future, video content will likely be specifiedaccording to SIMID rather than VPAID for security reasons, but SIMID iscapable of the same dynamic loading process. Any form of definition thatinstructs a video player to load a series of instructions capable ofmodifying the contents of the webpage may be used instead, and VPAIDwill be subsequently used for the sake of convenience throughout thiswritten description rather than clarifying in each instance that a moregeneral form of definition could be used equally well.

In the code above, the XML element

“<MediaFile type=”application/javascript“ apiFramework=”VPAID“>https://serveit.linkstorm.net/sb/VPAD_GNRC_D35D/vpaid.js?IID=VPAD_GNRC_D35D&amp;74579 </MediaFile>”

will cause a video file to load a particular JavaScript file entitled“vpaid.js” and begin executing it while a video is playing.

The code above also includes tags such as “<Error>”, “<Impression>”, and“<TrackingEvents>” that each specify one or more possible events thatcan occur while a recipient is watching the video (i.e., failure to loadand play the video, confirmation that the video has been displayed, andvarious temporal checkpoints or recipient actions while watching thevideo, respectively). In each case of the above example, the tagspecifies a URL at the management server 215 to which an HTTP requestwill be transmitted if the event occurs. The URLs can serve as a RESTful(representational state transfer) API where each distinct HTTP requestencodes in the URL itself the event that has occurred, the recipient whotriggered the event, and any other relevant information. In otherembodiments, another form of communication may be used either that doesnot rely on an HTTP request to a specific URL, or that is not a RESTfulAPI, but nevertheless ensures that a message gets through to themanagement server 215.

This enables the management server 215 to store the events associatedwith the recipient, and react to them in several ways. The managementserver 215 may better target videos in the future based on which videosa recipient engages with for a longer period of time or that a recipientchooses to resume or unmute after having previously paused or muted thevideo. The events can also be used to recreate the recipient’sexperience (see the discussion of FIG. 8 , further below) during apostmortem evaluation to understand the recipient’s possible thoughtprocess while viewing the video, based on the actions taken by therecipient while watching.

The recipient’s browser receives the webpage and the VPAID definition(Step 415), and, as called for by the webpage, instantiates an HTML5video player or other video player to display the video. Code toaccomplish the instantiation and that is capable of parsing andcomplying with the VPAID definition may be found in, for example, theInteractive Media Ads Software Development Kits provided by Google.

The HTML5 video player or other video player within the recipient’sbrowser begins executing the VPAID instructions, including loading avideo from the content server 220 and executing the JavaScript specifiedin the “<MediaFile>” tag of the VPAID instructions (Step 420).

The JavaScript includes instructions to create a new iFrame element inthe HTML of the page (Step 425). As previously mentioned, an iFrame ispreferred as a better method of protecting the contents frominterference by other scripts that may be running on the page. Use of aniFrame can also enable cross-domain communication that might be blockedby security settings of a web browser if a script directing HTTPrequests to the management server 215 were to apparently do so from adomain served by the web server 210. However, in other embodiments, a“<div>” or other HTML element capable of storing other HTML elementswithin it might be used instead.

The iFrame is then populated with user interface elements and JavaScriptnecessary to respond to recipient manipulation of those elements (Step430). This may include, most obviously, the menu of the sort depicted inFIGS. 1A-1C. However, in alternative forms of video content, numerousother forms of interactive content might be included, such as:

-   filling out and submitting a form, including for purposes of    registering a new user of a service, logging in as an existing user    of a service, or providing contact information and consent to future    communications such as a mailing list for coupons or special offers,-   browsing through a selection of additional content, documents, or    other files and submitting a request to download one or more of    these files,-   filling out a survey or voting in a poll, and viewing results of the    survey or poll in real time,-   bidding in an online auction, viewing the current status of the    auction, or otherwise browsing and participating in other    interactive marketplaces with user-submitted content,-   viewing the status of a local or multiplayer game, and participating    in the game by logging in, selecting options, and/or selecting moves    or providing input to control one’s character or one’s assets within    the game,-   entering information to be posted to one or more social media    networks with which the recipient has an account, such as Facebook,    Instagram, LinkedIn, etc., including textual content, image content,    or “likes” or other interactions facilitated by those social    networks, and viewing content submitted by others to social media    networks,-   viewing or sending instant messages, texts/SMS, emails, or other    forms of electronic communication,-   connecting to additional input devices of the recipient’s computer    200, such as a microphone, camera, or fingerprint reader,-   confirming of one’s identity, providing a password, supplying a    temporary or ad-hoc access code, uploading an identity-confirming    token or file, or any other form of logging into a server or    providing the second factor in a service’s two-factor    authentication,-   browsing or shopping within an online store, adding items to an    online shopping cart, and/or providing payment and shipping    information to check out and complete a purchase from within the    video—a functionality described in other contexts in U.S. Pat. App.    63/081,157, filed Sep. 21, 2020 and titled “METHODS AND SYSTEMS FOR    CROSS-DOMAIN TWO-WAY COMMUNICATION BY DYNAMIC WEB CONTENT”, herein    incorporated by reference in its entirety— and/or-   any other form of communications to or from the video, especially to    facilitate dynamic retargeting and dynamic optimization, described    more fully below.

The video player begins playing the video (Step 435), such that therecipient now sees both an underlying video playing and the persistent,interactive menu (or other functionality, as described in the paragraphabove) that can be browsed while the underlying video plays.

If the recipient at any point provides input (Step 440), such as byclicking one of the menu options 110, the JavaScript running in theiFrame updates the menu or other user interface elements accordingly(Step 445), by populating a submenu with options, displaying a differentvideo, displaying a confirmation that an event has been recorded on adifferent website (such as an indication that a shopping cart nowcontains items, or a confirmation that a new username has been created),or any other reaction to the user’s input. In any event, the videocontinues playing (back to Step 435) until it is either paused or closedby the recipient, it finishes playing and self-closes if that behavioris desired, or the video is replaced with another dynamically loadedvideo in response to recipient input.

FIG. 5 depicts, in simplified form, a method of receiving communicationsfrom an augmented video to update a profile or cart associated with arecipient.

Initially, the server passively waits for input (Step 500) in the formof an HTTP request to a particular predefined URL that specifies aparticular video and a particular event or action associated with thatvideo.

If input is provided via the URL API previously described (Step 505),then various actions may take place on the server side (Step 510).Inputs may include active recipient decisions such as clicks, taps, orother indicators of recipient intent, but may also include otherinformation such as the total view time of a particular menu elementbefore the recipient passed on to a different user interface element. Anaugmented VPAID video is thus able to track every second of viewing,clicks within each menu, and time spent on each branch of the menu—notonly statistics at the quartile level, as previous, non-augmented VPAIDvideos were limited to.

If the input demands a response (Step 515), then the management server215 will transmit an appropriate response (Step 520). A response mightinclude a mere acknowledgement, or more detailed instructions to updatean aspect of the user interface, such as loading new menu elements,prompting a recipient to login to a third-party website or singlesign-on system, showing that an item has been added to a shopping cart,etc.

Once action has been undertaken and a response has been provided, thesystem returns to waiting for input (Step 500) in a cycle so long as theserver is running and expecting possible input related to videos.

FIG. 6A depicts, in simplified form, a method of dynamically retargetinga video based on a recipient’s previous inputs or engagement with thevideo or a similar video.

When a video is viewed for a second time, Steps 400-430, as depicted inFIG. 4 , repeat as before from the recipient’s point of view.

A JavaScript call to the server 215 notifies the management server 215of the identity of the recipient (or provides information that wasstored in cookies, a tracking pixel, or other tracking assets associatedwith the web browser of the recipient) that has been detected (Step600).

Next, the management server 215 looks up in its local storage or anassociated database that video and that recipient (Step 605) to reviewany events that were previously captured when the recipient viewed thevideo the first time.

Upon determining that the recipient had interacted with the video (Step610), the management server 215 transmits instructions to dynamicallyretarget an aspect of the user interface or video (for example, show adifferent video, or go down a menu branch) (Step 615).

In some embodiments, this dynamically retargeted aspect may be as simpleas automatically returning the video and its user interface to a statein which the recipient had previously left it, such as automaticallyopening a menu branch that the user had previously opened, orautomatically displaying a secondary video that the recipient had causedto be displayed instead of the primary video.

In other embodiments, other data, including third party data associatedwith the recipient, may be consulted. For example, the management server215 may access information documenting which products the recipient hasviewed on another website, then pull information from a product databasethe content describing those products (typically based on the products’unique identifiers such as SKUs or UPCs or ISBNs), including productnames, images, prices, categories, etc., and then place that contentwithin the interactive menu that is served to the recipient, so that therecipient is presented with the products they had previously expressedan interest in. The menu may also have a new menu branch for “RecentlyViewed” items which then expands to show all products that had beenviewed by the recipient and direct the recipient’s attention to the mostlikely items for the recipient to engage with.

Other applications may include, for example, a video about for onlinedating services being customized to show the profiles and/or photos ofpotential dating candidates the recipient had been considering; a videoabout travel services being customized to show the destinations therecipient had been exploring; a video about an online music servicebeing customized to include references or even audio clips of musicrecordings that the recipient had searched for or browsed on the site,or from music artists the recipient had searched or browsed; a videoabout a source of medical information or equipment being customized toshow references to diseases, symptoms or medicines as driven by therecipient’s previous searches; or a video about an aggregator of medicalor legal or other services being customized to show service providersthat the recipient had viewed or other service providers in the samefield.

Other forms of optimizing video content may include a recipient viewingtourism information being shown hotels or travel packages for thoselocations, even if the recipient had not specifically viewed thosehotels or travel packages; a recipient whose location had beendetermined via a geo-location mechanism being shown a video customizedto display restaurants or stores or offices or bank branches near theirlocation, even if the recipient had not specifically seen those entitiesonline; other optimizations based on the combination of the recipient’slocation with other online or offline data about that recipient; or anyother customization based on location-related data, demographic data,credit card purchase data, or any other source of data that could beused as a basis for targeting individuals with augmented video contentrelevant to those individuals.

If, instead, there are no relevant prior events to consider related tothe recipient, the server will acknowledge the transmission withoutadditional instructions (Step 620).

In either event, the management server 215 then waits for additionalinput (returning to and repeating Steps 500-520).

FIGS. 6B and 6C depict an example of dynamically retargeted videocontent before and after retargeting, respectively.

The first time a video 650 is displayed (as in FIG. 6B), the video isgenerically supporting a particular brand according to the “full funnel”concept, and the recipient is encouraged to browse a menu 655, movingdown the hierarchy into a submenu 660 with a particular model. Therecipient’s clicking or tapping to arrive at the submenu 660 is recordedat the management server even though the recipient never makes thepurchase of that particular model.

However, the second time the video 650 is displayed (as in FIG. 6C),there are several distinct changes. First, the main content of the video650 is different; no longer is a “full funnel” strategy being pursuedfor this video viewing, because it is already known that the recipientis familiar with and at least curious about the brand and at least onemodel within that brand. The main content of the video is centered onthe particular model known to have caught the recipient’s eye in thepast. The menu 655 now adds a “Recently Viewed” option 665, and itscontents are dynamically loaded with items that the recipient has viewedeither in past iterations of the video, or that the recipient had viewedon another website directly, with that information being provided viaeither a direct channel from the website, or via cookies or othertracking markers stored on the recipient’s web browser. The video isthus hyper-targeted, focusing first on a model that the recipient haspreviously investigated, second on recently viewed other items ofinterest, and only third on other items for which there is less data togauge the recipient’s interest. The higher density of interesting offersto the recipient is likely to drive a much higher rate of click-through,even compared to an interactive but non-targeted video.

FIGS. 7A and 7B depict a user interface for defining interactive menusto be associated with a given video.

A user interface 700 can be used to create new video campaigns, whetherfrom scratch or by using a cloning tool 705 on an existing campaign.

After selecting a particular video to edit, a popup window 750 allowsthe creation of a menu tree 755 having multiple layers (to populate botha primary menu 105 and a submenu 115, as well as potentially a tertiarymenu or other hierarchical structures). Each option on the menu tree canbe associated with a further submenu, and each menu or submenu item canbe provided with a textual label 760, content 765 such as an image oreven potentially a video or other interactive content within thatportion of the menu, and a URL 770 that hyperlinks the option and willtake the recipient to a different webpage if they click it.

The user interface also allows the video to be associated with atracking pixel that will be generated when the JavaScript or otherscripting language is executed on the browser to create the menu. Thisallows for limited tracking of recipient engagement to occur in parallelwith the primary engagement via the menu; even if the recipient neverclicks the menu, by loading an image from the management server 215 orthe content server 220, the communicator is notified that the video hasbeen loaded. The use of tracking pixels also allows a third party to benotified that a recipient has been showed the video.

Upon clicking a publish button 710, the JavaScript or other scriptinglanguage necessary to generate the interactive menu will beautomatically created and stored on either the management server 215 orthe content server 220. The VPAID or other definition for the video willalso be generated and distributed to the web server 210 to be includedwith the webpages distributed by that server. Other features of theinterface may include previewing a live rendering of the video duringediting, generating a demo page for client review and/or demo purposesoutside of a live campaign, and adding tracking assets other thantracking pixels, such as scripts for analytics or other purposes.

FIG. 8 depicts a method for reviewing and recreating a recipient’sengagement experience.

When a communicator wants to review recipients’ experience with aparticular video, a user interface may be provided to browse, firstbased on selection of a video (Step 800) and then upon selection of aparticular recipient from a set of recipients who have viewed that video(Step 805), those interactions. After retrieving from the storage of allrecipient events received all events that are at the intersection ofthat recipient and that video (Step 810), the events can be temporallyordered (Step 815) to establish a log of the recipient’s experience.

This log may be visually structured in two ways to facilitatecomprehension. In one visualization, a timeline may be created (Step820) to show lengths of time spent watching the video and at what pointsof the video the recipient began to interact with the menu or other userinterface elements. For example, a communicator may be able to see thatthe recipient viewed the video for 7 seconds before clicking on a menuitem and opening a submenu, then only paused for 1 second beforeclicking a particular item of that submenu, showing a particularinterest in that one item based on the lack of hesitation of engagementonce that item was visible to the recipient. Having only the data thatthe recipient clicked that item 8 seconds after the video began is notnearly as valuable in demonstrating the recipient’s interest.

In some embodiments, the log data may be used to generate an animationrecreating the recipient’s experience almost exactly (Step 825). Forexample, the video could begin playing for the communicator with acursor representing the recipient’s own cursor visible on the screen. Atthe exact moments in the video playback that the recipient interactedwith a user interface element, the displayed cursor can be moved to thesame element and the user interface in the animation updated to show theuser interface as that recipient saw it at that moment. This informationmay be invaluable for getting a gut feeling as to how recipients areinteracting with the video, as well as helping to troubleshoot anyunforeseen problems with interaction between a video and the userinterface, such as a selected color scheme of the user interface beingdifficult to see or illegible when the underlying video uses similarcoloring in the same region at the same moment the user interface isbeing displayed.

Although FIG. 2 depicts a preferred configuration of computing devicesto accomplish the software-implemented methods described above, thosemethods do not inherently rely on the use of any particular specializedcomputing devices, as opposed to standard desktop computers and/or webservers. For the purpose of illustrating possible such computingdevices, FIG. 9 is a high-level block diagram of a representativecomputing device that may be utilized for each of the computing devicesand/or systems to implement various features and processes describedherein. The computing device may be described in the general context ofcomputer system-executable instructions, such as program modules, beingexecuted by a computer system. Generally, program modules may includeroutines, programs, objects, components, logic, data structures, and soon that perform particular tasks or implement particular abstract datatypes.

As shown in FIG. 9 , the components of the computing device may include(but are not limited to) one or more processors or processing units 500,a system memory 510, and a bus 515 that couples various systemcomponents including memory 510 to processor 500.

Bus 515 represents one or more of any of several types of busstructures, including a memory bus or memory controller, a peripheralbus, an accelerated graphics port, and a processor or local bus usingany of a variety of bus architectures. By way of example, and notlimitation, such architectures include Industry Standard Architecture(ISA) bus, Micro Channel Architecture (MCA) bus, Enhanced ISA (EISA)bus, Video Electronics Standards Association (VESA) local bus, andPeripheral Component Interconnect (PCI) bus.

Processing unit(s) 500 may execute computer programs stored in memory510. Any suitable programming language can be used to implement theroutines of particular embodiments including C, C++, Java, assemblylanguage, etc. Different programming techniques can be employed such asprocedural or object oriented. The routines can execute on a singlecomputing device or multiple computing devices. Further, multipleprocessors 500 may be used.

The computing device typically includes a variety of computer systemreadable media. Such media may be any available media that is accessibleby the computing device, and it includes both volatile and non-volatilemedia, removable and non-removable media.

System memory 510 can include computer system readable media in the formof volatile memory, such as random access memory (RAM) 520 and/or cachememory 530. The computing device may further include otherremovable/non-removable, volatile/non-volatile computer system storagemedia. By way of example only, storage system 540 can be provided forreading from and writing to a non-removable, non-volatile magnetic media(not shown and typically referred to as a “hard drive”). Although notshown, a magnetic disk drive for reading from and writing to aremovable, non-volatile magnetic disk (e.g., a “floppy disk”), and anoptical disk drive for reading from or writing to a removable,non-volatile optical disk such as a CD-ROM, DVD-ROM or other opticalmedia can be provided. In such instances, each can be connected to bus515 by one or more data media interfaces. As will be further depictedand described below, memory 510 may include at least one program producthaving a set (e.g., at least one) of program modules that are configuredto carry out the functions of embodiments described in this disclosure.

Program/utility 550, having a set (at least one) of program modules 555,may be stored in memory 510 by way of example, and not limitation, aswell as an operating system, one or more application software, otherprogram modules, and program data. Each of the operating system, one ormore application programs, other program modules, and program data orsome combination thereof, may include an implementation of a networkingenvironment.

The computing device may also communicate with one or more externaldevices 570 such as a keyboard, a pointing device, a display, etc.; oneor more devices that enable a user to interact with the computingdevice; and/or any devices (e.g., network card, modem, etc.) that enablethe computing device to communicate with one or more other computingdevices. Such communication can occur via Input/Output (I/O)interface(s) 560.

In addition, as described above, the computing device can communicatewith one or more networks, such as a local area network (LAN), a generalwide area network (WAN) and/or a public network (e.g., the Internet) vianetwork adaptor 580. As depicted, network adaptor 580 communicates withother components of the computing device via bus 515. It should beunderstood that although not shown, other hardware and/or softwarecomponents could be used in conjunction with the computing device.Examples include (but are not limited to) microcode, device drivers,redundant processing units, external disk drive arrays, RAID systems,tape drives, and data archival storage systems, etc.

The present invention may be a system, a method, and/or a computerprogram product at any possible technical detail level of integration.The computer program product may include a computer readable storagemedium (or media) having computer readable program instructions thereonfor causing a processor to carry out aspects of the present invention.

The computer readable storage medium can be a tangible device that canretain and store instructions for use by an instruction executiondevice. The computer readable storage medium may be, for example, but isnot limited to, an electronic storage device, a magnetic storage device,an optical storage device, an electromagnetic storage device, asemiconductor storage device, or any suitable combination of theforegoing. A non-exhaustive list of more specific examples of thecomputer readable storage medium includes the following: a portablecomputer diskette, a hard disk, a random access memory (RAM), aread-only memory (ROM), an erasable programmable read-only memory (EPROMor Flash memory), a static random access memory (SRAM), a portablecompact disc read-only memory (CD-ROM), a digital versatile disk (DVD),a memory stick, a floppy disk, a mechanically encoded device such aspunch-cards or raised structures in a groove having instructionsrecorded thereon, and any suitable combination of the foregoing. Acomputer readable storage medium, as used herein, is not to be construedas being transitory signals per se, such as radio waves or other freelypropagating electromagnetic waves, electromagnetic waves propagatingthrough a waveguide or other transmission media (e.g., light pulsespassing through a fiber-optic cable), or electrical signals transmittedthrough a wire.

Computer readable program instructions described herein can bedownloaded to respective computing/processing devices from a computerreadable storage medium or to an external computer or external storagedevice via a network, for example, the Internet, a local area network, awide area network and/or a wireless network. The network may use coppertransmission cables, optical transmission fibers, wireless transmission,routers, firewalls, switches, gateway computers and/or edge servers. Anetwork adapter card or network interface in each computing/processingdevice receives computer readable program instructions from the networkand forwards the computer readable program instructions for storage in acomputer readable storage medium within the respectivecomputing/processing device.

Computer readable program instructions for carrying out operations ofthe present invention may be assembler instructions,instruction-set-architecture (ISA) instructions, machine instructions,machine dependent instructions, microcode, firmware instructions,state-setting data, configuration data for integrated circuitry, oreither source code or object code written in any combination of one ormore programming languages, including an object oriented programminglanguage such as Smalltalk, C++, or the like, and procedural programminglanguages, such as the “C” programming language or similar programminglanguages. The computer readable program instructions may executeentirely on the user’s computer, partly on the user’s computer, as astand-alone software package, partly on the user’s computer and partlyon a remote computer or entirely on the remote computer or server. Inthe latter scenario, the remote computer may be connected to the user’scomputer through any type of network, including a local area network(LAN) or a wide area network (WAN), or the connection may be made to anexternal computer (for example, through the Internet using an InternetService Provider). In some embodiments, electronic circuitry including,for example, programmable logic circuitry, field-programmable gatearrays (FPGA), or programmable logic arrays (PLA) may execute thecomputer readable program instructions by utilizing state information ofthe computer readable program instructions to personalize the electroniccircuitry, in order to perform aspects of the present invention.

Aspects of the present invention are described herein with reference toflowchart illustrations and/or block diagrams of methods, apparatus(systems), and computer program products according to embodiments of theinvention. It is understood that each block of the flowchartillustrations and/or block diagrams, and combinations of blocks in theflowchart illustrations and/or block diagrams, can be implemented bycomputer readable program instructions.

These computer readable program instructions may be provided to aprocessor of a general-purpose computer, special purpose computer, orother programmable data processing apparatus to produce a machine, suchthat the instructions, which execute via the processor of the computeror other programmable data processing apparatus, create means forimplementing the functions/acts specified in the flowchart and/or blockdiagram block or blocks. These computer readable program instructionsmay also be stored in a computer readable storage medium that can directa computer, a programmable data processing apparatus, and/or otherdevices to function in a particular manner, such that the computerreadable storage medium having instructions stored therein comprises anarticle of manufacture including instructions which implement aspects ofthe function/act specified in the flowchart and/or block diagram blockor blocks.

The computer readable program instructions may also be loaded onto acomputer, other programmable data processing apparatus, or other deviceto cause a series of operational steps to be performed on the computer,other programmable apparatus or other device to produce a computerimplemented process, such that the instructions which execute on thecomputer, other programmable apparatus, or other device implement thefunctions/acts specified in the flowchart and/or block diagram block orblocks.

The flowchart and block diagrams in the Figures illustrate thearchitecture, functionality, and operation of possible implementationsof systems, methods, and computer program products according to variousembodiments of the present invention. In this regard, each block in theflowchart or block diagrams may represent a module, segment, or portionof instructions, which comprises one or more executable instructions forimplementing the specified logical function(s). In some alternativeimplementations, the functions noted in the blocks may occur out of theorder noted in the Figures. For example, two blocks shown in successionmay, in fact, be executed substantially concurrently, or the blocks maysometimes be executed in the reverse order, depending upon thefunctionality involved. It will also be noted that each block of theblock diagrams and/or flowchart illustration, and combinations of blocksin the block diagrams and/or flowchart illustration, can be implementedby special purpose hardware-based systems that perform the specifiedfunctions or acts or carry out combinations of special purpose hardwareand computer instructions.

The descriptions of the various embodiments of the present inventionhave been presented for purposes of illustration, but are not intendedto be exhaustive or limited to the embodiments disclosed. Manymodifications and variations will be apparent to those of ordinary skillin the art without departing from the scope and spirit of the describedembodiments. The terminology used herein was chosen to best explain theprinciples of the embodiments, the practical application or technicalimprovement over technologies found in the marketplace, or to enableothers of ordinary skill in the art to understand the embodimentsdisclosed herein.

What is claimed:
 1. A system for integrating broadcast messagefunctionality into video media being displayed on a webpage within a webbrowser, comprising: one or more processors, non-transitory memorycomprising instructions that, when executed by the one or moreprocessors, cause the one or more processors to: generate a structuredmedia definition file that identifies a particular video and thatcontains instructions exclusively for a video player within the webbrowser, wherein the instructions include instructions to load anddisplay the video, and wherein the instructions further include aninstruction to load and execute a first script, such that execution ofthe first script instantiates one or more new HTML elements within thewebpage when the video is played, the one or more new HTML elementscomprising a second script that includes instructions to the web browserto generate an display for broadcast messages, such that interactionwith the display will call one or more functions of an applicationprogramming interface (API) via the second script; cause the structuredmedia definition file to be transmitted to the web browser forcommunication to the video player and interpretation by the videoplayer, thereby causing the video player to begin playing the video andto execute the first script; receive an API call made via the secondscript as it is executed by the web browser, the API call being madebased on an individual’s interaction with the display; and transmit aresponse to the API call to the web browser, such that the second scriptreceives the response and additional instructions of the second scriptare executed after receiving the response.
 2. The system of claim 1,wherein the instructions, when executed by the one or more processors,further cause the one or more processors to: receive data from a thirdparty indicating location, or other identifying information related tothe individual; and display to the individual an inclement weatherwarning relevant to a location of the individual.
 3. The system of claim1, wherein the instructions, when executed by the one or moreprocessors, further cause the one or more processors to: receive datafrom a third party indicating location, or other identifying informationrelated to the individual; and display to the individual upcomingelection information relevant to a location of the individual.
 4. Thesystem of claim 1, wherein the instructions, when executed by the one ormore processors, further cause the one or more processors to: receivedata from a third party indicating location, or other identifyinginformation related to the individual; and display to the individual anAmber alert relevant to a location of the individual.
 5. The system ofclaim 1, wherein the instructions, when executed by the one or moreprocessors, further cause the one or more processors to: receive datafrom a third party indicating demographic information, location, orother identifying information related to the individual; and display tothe individual a solicitation for charity related to the received data.6. The system of claim 1, wherein the display displays a pollingquestion and a user interface element is generated allowing theindividual to respond to the polling question via the API.
 7. The systemof claim 1, wherein the structured media definition file is in a formatthat complies with the Video Player Advertisement-Serving InterfaceDefinition (VPAID) and the first and second scripts are written inJavaScript.
 8. The system of claim 1, wherein the one or more new HTMLelements include an iFrame, wherein the iFrame contains the secondscript and the display, and wherein the iFrame shields operations of thesecond script and the display from interference by any scripting or namecollision in the webpage.
 9. A computer-implemented method forintegrating broadcast message functionality into video media beingdisplayed on a webpage within a web browser, comprising: generating astructured media definition file that identifies a particular video andthat contains instructions exclusively for a video player within the webbrowser, wherein the instructions include instructions to load anddisplay the video, and wherein the instructions further include aninstruction to load and execute a first script, such that execution ofthe first script instantiates one or more new HTML elements within thewebpage when the video is played, the one or more new HTML elementscomprising a second script that includes instructions to the web browserto generate a display for broadcast messages, such that interaction withthe display will call one or more functions of an applicationprogramming interface (API) via the second script; causing thestructured media definition file to be transmitted to the web browserfor communication to the video player and interpretation by the videoplayer, thereby causing the video player to begin playing the video andto execute the first script; receiving an API call made via the secondscript as it is executed by the web browser, the API call being madebased on an individual’s interaction with the display; and transmittinga response to the API call to the web browser, such that the secondscript receives the response and additional instructions of the secondscript are executed after receiving the response.
 10. The method ofclaim 9, further comprising: receiving data from a third partyindicating location, or other identifying information related to theindividual; and displaying to the individual an inclement weatherwarning relevant to a location of the individual.
 11. The method ofclaim 9, further comprising: receiving data from a third partyindicating location, or other identifying information related to theindividual; and displaying to the individual upcoming electioninformation relevant to a location of the individual.
 12. The method ofclaim 9, further comprising: receiving data from a third partyindicating location, or other identifying information related to theindividual; and displaying to the individual an Amber alert relevant toa location of the individual.
 13. The method of claim 9, furthercomprising: receiving data from a third party indicating demographicinformation, location, or other identifying information related to theindividual; and displaying to the individual a solicitation for charityrelated to the received data.
 14. The method of claim 9, wherein thedisplay displays a polling question and a user interface element isgenerated allowing the individual to respond to the polling question viathe API.
 15. The method of claim 9, wherein the structured mediadefinition file is in a format that complies with the Video PlayerAdvertisement-Serving Interface Definition (VPAID) and the first andsecond scripts are written in JavaScript.
 16. The method of claim 9,wherein the one or more new HTML elements include an iFrame, wherein theiFrame contains the second script and the display, and wherein theiFrame shields operations of the second script and the display frominterference by any scripting or name collision in the webpage.